Four Years in Business: The Highs, the Lows, and Everything In-Between

Four years ago, I did the thing. I left the safety net of corporate life and followed that deep, nagging urge to build something for myself.

It’s been a rollercoaster — more “hold on tight” than “sit back and enjoy the ride.” As this milestone conveniently (but not coincidentally) lines up with International Women’s Day, I wanted to share the reality behind it all.

The good, the challenging, and everything in between.

My first ever brand shoot in March 2021 - I had zero clients.

The Highs: Why I Wouldn't Change a Thing

Let's start with the positives because, despite the challenges, I wouldn't trade this journey for all the paid sick days and complimentary Pret coffees in the world.

1. The Flexibility Is Unmatched

As a mum, having the freedom to plan my day around school drop-offs, sports days, and the inevitable "Mum, I forgot my lunch" moments is invaluable. Corporate life never really allowed for that kind of flexibility without a side of guilt or a passive-aggressive email. Running my own business means I can work from home, a café, or even the school car park if I have to — and that kind of autonomy is priceless.

2. Working with Dream Clients

One of the most fulfilling parts of this journey has been working with incredible clients who genuinely value what I do. Helping women-led businesses build brands that truly connect with their ideal clients is rewarding in a way that no corporate bonus could ever match. When a client shares how much their business has grown after a rebrand, it's a reminder of why I started this whole thing in the first place.

3. The People You Meet

Building my business has introduced me to a network of freelancers and entrepreneurs who genuinely understand the journey. There's something powerful about connecting with others who are figuring it out as they go — sharing advice, encouragement, and lessons learned over a decent flat white.

4. The Sense of Fulfillment

Crafting brand strategies that help women thrive in their businesses is meaningful in a way that corporate life never was. Seeing my clients grow & succeed and getting messages that say, "I finally feel seen!" really makes the late nights and occasional self-doubt worth it.

My second brand shoot in March 22 - my roster was full, but I was still finding my feet.

My clever husband built my home office - there was no looking back.

The Lows: The Unfiltered Reality of Entrepreneurship

Of course, it's not all flexibility and dream clients. Running a business has its fair share of moments that make you wonder if a "normal" job might not be so bad after all.

1. Feast or Famine is Real

One month, you're fully booked; the next, it feels like you're refreshing your inbox every ten minutes, convinced your emails have stopped working. Unreliable income is a reality I'm still navigating, and it makes financial planning a bit like trying to nail jelly to a wall. Learning to manage these cycles has been one of the hardest parts of entrepreneurship.

2. All the Decisions, All the Time

Being your own boss sounds great until you realise it means you're responsible for everything — marketing, finances, client onboarding, website updates, and whether that shade of beige is too beige. Some days, the sheer number of decisions can be exhausting. There are definitely moments when I miss being able to forward an email and leave it at that.

3. No Sick Days, No Paid Holidays

In the corporate world, a sick day meant Netflix in bed and endless cups of tea. As an entrepreneur, it means clutching a laptop under the duvet, answering emails in between sneezes. And don't get me started on holidays — planning time off now requires more spreadsheets than a corporate budget meeting.

4. Burnout is Real

Without paid leave or anyone to enforce breaks, it's easy to slip into working all the time. It took a few rounds of near-burnout to learn that stepping away from my laptop is not just okay — it's necessary. Recognising the signs of burnout and actually taking time off has been a work in progress.

My third brand shoot.

Advice from a Four-Year Veteran (That I'm Still Trying to Follow)

1. Make Time to Work On Your Business, Not Just In It

It's far too easy to get so caught up in client projects that you neglect your own business. Setting aside time for strategy and growth is something I'm still working on — mostly by convincing myself that a Canva session counts as "strategy."

2. Take Breaks — Seriously

Burnout isn't just a buzzword; it's a real risk. Making time to step away from work, even for a day, makes a huge difference in staying creative and focused.

3. Niching Is Key

It took me a while to realise that trying to appeal to everyone and offering allll the things was actually holding me back. The more I focused on helping luxury travel advisors with branding and messaging, the more the right clients found me. Being specific about who you serve isn't just helpful — it's essential.

4. Surround Yourself with Good People

Building a support network of mentors, fellow business owners, and people who understand the journey makes a huge difference. Entrepreneurship can feel isolating at times, and having people to share the wins and challenges with is invaluable.

5. Get Your Systems in Place Early

Automation and organisation are game-changers. Getting a handle on backend systems — from invoicing to scheduling — made my business run more smoothly and saved a lot of time and stress. I'm so thankful to my first VA, Emma, who set up my Dubsado and got this running for me so that I can (pretty much) manage this myself now.

6. Delegate Before You're Ready

No one hands you a medal for doing it all yourself. Hiring help before you feel ready for it is nerve-wracking but necessary. Trying to do it all yourself is a fast track to burnout. Learning to trust other people with parts of my business has been one of the best decisions I've made.

My fourth brand shoot, in Ibiza (where I had five clients!)

The Next Adventure: Canada, Here We Come!

And now for the big news…this summer, I'm taking the business international and moving to Canada. I'm excited (and slightly terrified) about exploring a new market, connecting with new clients, and growing my business on an international scale. Between packing boxes and figuring out the finer details of Canadian tax rules and schools for my son, it's definitely going to be an adventure.

So, here's to the next chapter — new opportunities, new challenges and hopefully a lot less time spent worrying about cash flow.

Would I do it all again? Absolutely.